The Basque biosphere

The Seber Altube Basque school in Gernika want to inspire and motivate the people of their region to take pride in their linguistic heritage: 80% of the local population speak Basque and whatsmore in numerous dialiects, adding to Basque’s colourful language mix. It could be said that as well as laying claim to the diverse and protected Urdaibai nature reserve, the Basque region of the Busturialdea is in itself a biosphere for the Basque language. These are concepts we took on board during the naming process for the Ibilaldia 2014 cultural campaign, playing on the words “biosfera” (Biosphere) and “bihotza” (heart) to come up with the slogan: Euskararen Bihozfera. (it could be loosly translated as “Basque’s lovely biosphere”).

The slogan coupled with a concise communication strategy provide the Ibilaldia 2014 with a platform from which to send out three clear messages with this campaign:

1. The Basque language is a collective creation and there are many different ways to live it out
2. Similar to the living things in a biosphere, Basque speakers can look after the language development
3. The staff at the Seber Altube school genuinely, lovingly and joyfully live and breathe Basque in their work

We have carried this through into the design of the campaign. We held a creative workshop at the school, attended by pupils, parents and teachers alike. Each drew various elements that they associated with both ‘Basque’ and ‘diversity’. Then we brought the drawings to life creating a colourful biosphere that served as the inspiration for the logo. The letters ‘E’ and ‘B’ from the slogan form a butterfly that leaves a trail as it flies. This video shows the initial design process: